I’m long-winded by nature. If something can be stated in five words, it will take me thirty to get there. Luckily, I’ve tempered this in my writing. But speaking…yeah, takes me a while to get to the point.
So it’s no surprise that I hate the words “elevator speech.”
This is the golden opportunity to pitch your idea/product or service. Here’s the set up. A prospective customer steps into an elevator. The doors close. You have about a five-second window to score a sale. What the heck do you say???
Back in my handbag designing days, when women would ask me what’s so special about Krina bags…well, let’s just say when my back was to the wall and I needed to impress, I fell short. Exquisite Italian leathers…eh. Vivid colors…boring. Made in the U.S.A…makes them more expensive and potentially cost-prohibitive. Um, Katherine Heigl has one? Try again.
Same concept applies to writing. People find out I’m a writer and they’re curious about my novels. Oh, you have a new book coming out? What’s it about? While it’s a simple question, one which I should be able to answer easily, how do I convince them they absolutely NEED to read it?
Well, there are a couple of parts to a successful elevator pitch. And as luck would have it, the setup really applies to any type of sale.
1. Set The Stage – Choose your first few words carefully. They need to hook your audience immediately and heighten interest in your overall message.
2. Reel Them In - Identify the conflict. Provide a scenario that identifies a challenge or obstacle.
3. Establish The Need – Provide differentiation. Show your audience why your product or service is something they need to buy. How is it going to make their life better? In other words, WHY SHOULD THEY CARE?
Check it out…it even works with books!!! This is my elevator pitch for “Unlikely Venture.”
After devastating news threatens her livelihood, Jessica Latham swears off men…until she meets Silicon Valley rising star James Callahan. But when a vindictive frenemy exposes Jessica’s scandalous secret, James is forced to choose – the future of his company or his heart?
It’s hard to stand out in only a few seconds. But when people ask, you need to hook them in otherwise they’ll shut down and anything you say will just be white noise.
You have one chance to make a first impression. So make it COUNT!!